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Image of Brand Failures: The Truth about the 100 Biggest Branding Mistakes of All Time

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Brand Failures: The Truth about the 100 Biggest Branding Mistakes of All Time

What do Coca-Cola, McDonald’s, IBM, Microsoft and Virgin have in common? They have all launched new branded products that have failed - spectacularly and at great cost. Brand Failures looks at how such disasters occur. It looks at those brands that have launched with the help of multi-million dollar advertising campaigns and then sunk without trace. Matt Haig recounts classic examples from every era of branding including more recent brand failures. The book also has great practical value: each brand scenario includes a checklist of lessons learnt , so providing how not to advice. Some of the brand disasters covered are: Coca-Cola (New Coke), Chevy, Fender, Harley-Davidson, IBM, Microsoft, McDonalds’s, Mr. Donut, Perrier, Pets.com, Quaker, Sony, Tang and Virgin.

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Detail Information
Series Title
-
Call Number
300 Mat
Publisher
Hoboken, NJ : Kogan Page.,
Collation
318 Pages
Language
English
ISBN/ISSN
190399635X
Classification
300
Content Type
-
Media Type
-
Carrier Type
-
Edition
-
Subject(s)
-
Specific Detail Info
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Statement of Responsibility
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